Introduction & Goals
BoulderNet is a volunteer organization helping individuals through
career transitions in Boulder, Colorado. They needed a visual brand
to help their members find them and differentiate them from other
organizations with similar names. Their new branding needed to be
clear, professional, and approachable. It also had to feature people
at the center, while being mindful of inclusivity and diversity, and
somehow include the local community that it represents.
Process & Experience
A discovery process is fundamental to understanding an
organization's goals, their competitors, their brand, messaging, and
especially their target audience. Guided by the information learned
during the discovery process, the next step is an exploration of
symbols, concepts, images, and colors that align with the
organization's goals.
The Solution
The resulting logo design focuses on the humans at the center of the
work that BoulderNet does, while nodding to the Boulder community
through the outline and shape of the Flatiron mountains. The
selected complementary color scheme combines the calming,
professional, and authoritative qualities of the color blue with the
energetic, positive, and associations of success and achievement of
the color gold.